If you need an example of a dizzying maze of upgrades and choices, look no further than the Busch Gardens website. I recently visited, and it required a concentrated effort by two of us to purchase the tickets. Which city did I want? One park or many? A specific day or any day? One day or multi-day?
Once we made those decisions, we then were faced with a barrage of other choices. Did we want to add in all-day dine, parking or preferred parking, quick queue for one ride or all, photo pass for one attraction or all day? Did I want an animal encounter, and if so, with a giraffe, rhino, tiger, sloth, penguin, orangutan, hippo, gorilla, elephant, cheetah, kangaroo, or tortoise? All at an additional charge, of course.
As a first (and last) time visitor, I was overwhelmed before I set foot into the park.
It’s great to offer your audience options but it is also a gift to provide a clear path to access your services. Don’t cause your clients to drown in a sea of choices.
